our story
hair care built around one question: what are your hair goals?
hairgoals started in a UK kitchen with a bottle of cold-pressed castor oil and a frustration shared by most people with textured hair: shelves full of products, and still no moisture by day three.
So we stripped it back. A humectant that actually draws water in. An oil rich enough to seal it. Nothing else that doesn't earn its place. Every formula is vegan, cruelty free and handmade in small batches, and every one is multi-use — hair, scalp, skin, lashes, brows, beard.
Products are only half of it. Healthy hair is a habit, so we run free challenges and length checks to turn good intentions into a routine you keep — self care and well-being alongside the bottle.
shop the range
welcome to hairgoals
by Dr Adaku Jennifer Agwunobi, PhD
Hey! My name is Dr Adaku Jennifer Agwunobi, the founder of ‘hairgoals'. I'm a creative and PhD holder who specialises in health research, and a Postdoc at the University of Oxford. I have quite a few degrees including two Master's, the most recent in Health Economics, as well as a PGDip in Health Research at Oxford.
The topic of my PhD was the health and well-being of entrepreneurs in the digital economy, using intersectionality as a theoretical lens. So I really care about your health and well-being.
hairgoals is a black-owned, tech-savvy natural hair care and wellness brand created to help you learn to love and care for your natural hair — and yourself.
I created this brand after a lifetime of struggling with my hair. I had balding temples from the age of three and traction alopecia caused by a lack of knowledge, the wrong products and accessories, tight hairstyles and a constantly tender, sensitive scalp as a result. My hair never grew past neck length and I had no idea why — until one day I made the decision to research, research, research until I learned how to look after my natural hair, grow it and maintain the length.
Now I'm here to help you, with hairgoals products specifically formulated for results. Clean, cruelty-free, vegan and science-backed.
hairgoals ®
here to help you grow your hair healthily and happily. unisex, and for all hair types.
We are an innovative and sustainable UK-based high-tech hair care start-up. We ship globally and we have a common goal: to make you happy and make you feel good. Well-being is at the core of everything we do.
We are super friendly. Eco-friendly and hair friendly.
hairgoals ® is a registered trademark of hair goals ltd.
“it's not just hair and it's never been just hair”
- it's history
- it's culture
- it's symbolic
- it's resilience
- it's strength
start now. start today.
made in the uk
Small batches, mixed and bottled by hand so nothing sits for long.
vegan & cruelty free
No animal ingredients, no animal testing, ever.
community first
Challenges, tips and social prescribing — hair care as well-being.